made: 1 post

The study showed that 67% of consumers are likely to pass along information from an actual (“real live”) brand representative to other people, and 57% are likely to take action based on that information

Consumers don’t put much trust in corporate blogs or social network profiles, but will readily listen to people–even if they are employed by the company selling the product–provided that they are open about their mission and relationship to the company.

This is a very interesting stat for social media and could lead you to jump to some immediate conclusions. However, if you really want WOM marketing to work you need a complete story (see Made to Stick)